ad traction top-10

Cimigo AdTraction Top 10 ReportTop 10 TV commercials tested with AdTration

Approach

Focus This report analyses which TV commercials (TVCs) are most successful in Vietnam,

based on more than 200 TVCs tested in different areas. Results of this report are based on AdTraction, a TVC testing methodology developed

by Cimigo. With AdTraction, 216 TVC have been tested up to March 2011. AdTraction is using a

consistent testing approach across all TVCs, leaving opportunities to do direct comparisons across all metrics.

AdTraction is based on the concept of benchmarking: each TVC is compared to the country benchmark to see where it over or underperforms. Each TVC is benchmarked on 24 different metrics.

Sample Each TVC is based on n=150-200 individual assessments. Each TVCs is tested among

its specific target audience only. Overall, the AdTraction database is based on more than n=35,000 individual TVC

assessments.

Timing The AdTraction database has been established between Jan 2010 and Mar 2011 and

can be considered as the largest TVC testing conducted in Vietnam.

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Summary of Top 10 TVCs

Vinamilk produces the best TVCs. The top 3 are all from Vinamilk. All TVCs are built on a different idea.

Emotions count; The top TVCs that are not using humour are creating a strong emotional impact, either with displaying humour, family values or showing corporate social responsibility.

Humour counts; 6 out of top 10 TVCs are successfully using humour. These TVCs are surprising, appealing and have a positive purchase intent.

The beverage category produces the best individual TVC. 6 out of 10 best TVCs are from the beverage industry, 4 of them are for liquid milk.

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Top 10 TVCs Overview

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Rank Brand Aired from Topic1 Vinamilk Oct 2009 Vinamilk distributes milk to the poor people

2 Vinamilk April 2009 100% fresh milk (Vinamilk cow animatic)

3 Vinamilk Nov 2010 Drinking milk helps children grow (Vinamilk cow animatic)

4 Simply Oil Sept 2009 Simply oil will help poor children with heart disease

5 Pepsi May 2010 Enjoy football with Pepsi (aired during soccer world cup)

6 Heineken Jun 2009 It could only be Heineken (refrigerator full of Heineken bottles)

7 Omo Jan 2010 Children are not afraid of dirt with Omo (Tet promotion)

8 Ajinomoto Aug 2009 Ajinomoto brings happiness in family since 100 years

9 Dutch Lady Nov 2010 Dutch Lady is exactly like original milk (featuring Quang

Thang)

10 Alpenliebe Nov 2010 Share sweet moments with Alpenliebe

Top 10 TVCs - summary

Vinamilk ahead of competitors The top three TVCs measured with AdTraction are all from Vinamilk. Each Vinamilk TVC has a separate style. The best is the TVC where milk is sent to the countryside

via helium balloons. The social responsibility aspect (Vinamilk distributes milk to poor people) in this TVC is liked and considered as very believable.

The other two Vinamilk TVCs are using animated cows, which is regarded as very entertaining and very differentiating for Vinamilk.

Best TVCs come from beverage industry The beverage industry produces some of the best TVCs. 6 out of 10 top TVCs are for beverages. Next to the TVCs from Vinamilk, a TVC from Dutch Lady is amongst the top 10. This very recent TVC

is featuring Quang Thang, a famous comedian. Pepsi aired a TVC during the world soccer championship, featuring famous soccer players in an

unusual setting in Africa that was very surprising and entertaining. Heineken, as part of their ongoing ‘It could only be Heineken’ campaign has aired a TVC where the

women’s joy of an oversized wardrobe is outperformed by the men’s joy of an oversized beer refrigerator.

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Top 10 TVCs - summary

Emotional values count Of the top 10, all TVCs are tapping into emotions. Emotional values can create a strong bond

between the audience and the brand, with a high impact on the brand disposition and purchase intent.

Very strong emotions are created around humour, family and children (successfully used by Ajinomoto), special events such as the Chinese new year (used by Omo) or corporate social responsibility (CSR).

CSR is very successfully used by Vinamilk (distributing milk to poor children) and Simply Cooking Oil (helping poor children with heart disease). CSR is a powerful tool to enhance the impact of a TVC.

Humor counts The best TVCs are often humorous or have a surprising effect. Humor is used in 6 out of top 10

TVCs. Humorous TVCs not only have a very high entertainment value, but they also have a positive impact on the consumer’s perception of the brand.

Humour is used across categories. Examples of humorous TVCs are from Vinamilk (dancing cows), Dutch Lady (Quang Than), Heineken, Pepsi or Alpenliebe. Humor is making people feel good about the product and creates a differentiating effect for the brand.

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#1 Vinamilk: Taps into social responsibility

Greatest difference from benchmark

1. Provokes me to think2. Makes me feel inspired3. Interested in seeing it again4. Believable5. Tells me something new6. Makes me feel good7. I like it very much8. Story is very realistic9. It shows that Vinamilk is different10. Entertaining

“Hãy uống Vinamilk để đóng góp 6 triệu ly sữa cho trẻ em khắp Việt Nam”

“Drink Vinamilk to contributes six million liter milk for children in Vietnam”

+10

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#2 Vinamilk: Using humour in a creative way


1. It shows that Vinamilk is different2. Funny3. Surprising 4. This TVC could only be for Vinamilk5. Good music6. Entertaining7. Would talk with friends about it8. I like it very much9. The brand is easy to remember10. Interested in seeing it again

“Vinamilk - Sữa tươi nguyên chất 100%”

“Vinamilk - 100% Pure Fresh Milk”

+10

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#3 Vinamilk: Creative hook integral to brand and story


1. Funny2. This TVC could only be for Vinamilk3. Is talking to me4. I would be interested in seeing it again5. Believable6. Story is very realistic7. It shows that Vinamilk is different8. Entertaining9. I like it very much10. More likely to buy and try Vinamilk

“Uống 3 ly sữa mỗi ngày giúp tăng trưởng chiều cao”

“Drinking 3 glasses of milk everyday helps kid grow in height”

+10

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#4 Simply: Taps into social responsibility


1. Story is very realistic2. Provokes me to think3. Believable4. It shows that Simply is different5. Key message is very convincing6. Interested in seeing it again7. More likely to buy and try Simply8. Entertaining9. Makes me feel inspired10. Would talk with friends about it

“Dùng dầu đậu nành Simply để góp phần mang lại niềm hạnh phúc cho những trẻ em nghèo mang bệnh tim bẩm sinh trong chương trình phẫu thuật trái tim cho em“

“Use Simply soybean oil to bring the happiness to the poor children who have native heart disease”

+9

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#5 Pepsi: Breaking category expectations


1. Surprising2. Funny3. I like it very much4. Entertaining5. Good music6. It shows that Pepsi is different7. Key message is very convincing8. I like the characters9. I would be interested in seeing it again10. More likely to buy and try Pepsi

“Tận hưởng không khí của cơn bão bóng đá với Pepsi”

“Enjoy the atmosphere of the football's storm with Pepsi”

+9

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#6 Heineken: Creative hook integral to brand and message


1. Funny2. It shows that Heineken is different3. Surprising4. Key message is very convincing5. More likely to buy and try Heineken6. Interested in seeing it again7. Entertaining8. This TVC could only be for Heineken9. I like it very much10. Pleasant

“Chỉ có thể là Heineken”

“It could be only Heineken”

+8

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#7 Omo: Resonate tap into emotions


1. Provokes me to think2. Story is very realistic3. Good characters4. Makes me feel good5. It shows that Omo is different6. More likely to buy and try Omo7. Believable8. Makes me feel inspired9. Interested in seeing it again10. Pleasant

“Với Omo, trẻ không ngại bị vấy bẩn để học cách bày tỏ lòng biết ơn qua hành động cụ thể”

“With Omo, Children are not afraid of dirt, to express gratitude through action”

+8

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#8 Ajinomoto: Tapping into family emotions


1. Story is very realistic2. Is talking to me3. Key message is very convincing4. Believable5. Good music6. I like it very much7. Ajinomoto plays an essential role in

the story8. Pleasant9. Funny10. Makes me feel good

“Ajinomoto - nhãn hiệu tin dùng với hơn 100 năm luôn dẫn đầu về chất lượng, giúp bạn tạo ra bữa ăn ngon và đem yêu thương đến gia đình”

“Ajinomoto - a trustworthy brand with high quality for more than 100 years. It helps you to make delicious food and bring the happiness together in your family ”

+8

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#9 Dutch Lady: Humorous celebrity involvement


1. Story is realistic2. Believable3. Funny4. I would be interested in seeing it again5. This TVC could only be for Dutch

Lady6. I like it very much7. Dutch Lady plays an essential role in

the story8. Entertaining9. I like the characters10. I like the music

“Sữa Cô Gái Hà Lan vừa thơm, vừa béo đúng vị sữa bò”

“Both good-smelling and creamy, exactly cow’s milk taste”

+8

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#10 Alpenliebe: Surprising and funny story


1. This TVC could only be for Alpenliebe2. Funny3. Surprising4. Entertaining5. I like the characters6. Alpenliebe plays an essential role in

the story7. Story is realistic8. It shows that Alpenliebe is different9. Good music10. The brand is hard to remember

“Sẻ chia khoảnh khắc ngọt ngào”

“Sharing sweet moments with Alpenliebe”

+8

AdTraction methodology

Methodology

AdTraction methodology AdTraction is a methodology developed by Cimigo to assess the performance of TVCs (TV

commercials) on a set of standard metrics. AdTraction is based on the idea of benchmarking: instead of only looking at your TVC in isolation, AdTraction compares how each TVC performs against a benchmark. Usually, the benchmark is defined as all TVCs that have been tested so far with the AdTraction methodology.

Respondents for AdTraction surveys are recruited online, either from Vietnamese websites or from Cimigo panel databases. Respondents fill in an online survey where they provide their demographic profile, watch a TVC and then complete a questionnaire about the TVC. Each TVC is filtered according to its target group. The survey is only conducted in Vietnamese.

AdTraction database At the date of this report (April 2011), Cimigo has tested 216 TVCs aired in Vietnam after May 2009

using the AdTraction methodology. Cimigo will continuously test new TVCs in the future. TVCs have been tested in the following industries: alcoholic beverages, automobile, beverages,

cleansers, electric products, finance, foodstuffs, hair care, motorcycles, oral care, telecom, toiletries and others.

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AdTraction scores

AdTraction scores Most of the results in this TVC Report are based on AdTraction scores. AdTraction scores show the

difference between one specific TVC and all TVCs that constitute the AdTraction benchmark. A positive AdTraction score means that this specific TVC was rated above the benchmark, a negative

score means that the TVC was rated below the benchmark. An AdTraction score of +5 means that this TVC was rated 0.5 points higher than the benchmark on the original 1-10 polarity profile rating scale.

Most AdTraction scores lie between -10 and +10, however they can also be higher or lower (up to 25 in extreme cases). AdTraction scores higher than 3 or lower than -3 are usually statistically significant at the 95% confidence level.

AdTraction scores give you an indication about the position of a TVC within the AdTraction database. Use the following indicative table to find out how your TVC is ranked:

AdTraction Score Approximate interpretation+7 or higher TVC is within top 10% of all tested TVCs+3 or higher TVC is within top 30% of all tested TVCs-2 to +2 TVC is in the middle range-3 or lower TVC is within bottom 30% of all tested TVCs-7 or lower TVC is within bottom 10% of all tested TVCs

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AdTraction more information

Are you interested in learning more about Cimigo AdTraction services? We are happy to answer your questions!

Adtraction Project management Lukas Mira, account manager: [email protected] Trang Nguyen, research executive: [email protected]

Information available on cimigo.vn AdTraction FAQ: http://cimigo.vn/en-US/adtraction.aspx Overview of TVCs tested: http://cimigo.vn/en-US/scorecards.aspx Example TVC report: http://cimigo.vn/en-US/ReportDetail.aspx?ProductId=115 Download this presentation for free: http://cimigo.vn/en-US/Reports/Advertising/TVCReports.aspx

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mailto:[email protected]�


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http://cimigo.vn/en-US/scorecards.aspx�

http://cimigo.vn/en-US/ReportDetail.aspx?ProductId=115�

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Lukas MiraAccount Manager

Cimigo9 Nguyen Huu Canh StreetBinh Thanh DistrictHCMCVietnam

T: (84 8) 3822 7727 Ext:303F: (84 8) 3822 7728M: (84) 090 2881 848E: [email protected]

Thank You!

Nguyen Hoai TrangResearch Executive

Cimigo9 Nguyen Huu Canh StreetBinh Thanh DistrictHCMCVietnam

T: (84 8) 3822 7727 Ext:320F: (84 8) 3822 7728M: (84) 0919510372E: [email protected]




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